Google cracked the code after researching the behavior of audiences during trillions of searches about people searching specific types of businesses. they need results from their immediate location. Google’s local search algorithm includes a proximity factor, which is a creative way of saying that Google takes your location as a factor when you search for a local keyword (a query with local intention). it still happens even if the searcher has not included his/her city name or "near me” in their search.
Googling “pizza delivery” at your office shows a list of locations near your office in its local SERPS (search engine result pages).That same search at your home will get you an entirely different set of results. it makes sense, considering the fact that you need a pizza delivered nearby to your location.
Local search has been here for years, but it was limited to users with desktop computers.Recent growth in mobile internet access has exploded mobile search, so local SEO has become crucially important for the success of any business offering local products or services
What matters for local SEO
The local map pack is showcased within the standard Google organic search listings, other algorithms power the main Google search results for local rankings and the local map pack results. A local business has the opportunity to appear within both the main organic search results and the local map pack at the same time.
Many factors affect your visibility in searches, but it is important to remember that local search continues to develop and change. Keeping up with increasing and decreasing signals is important. Improving every important signal area, will result in more audience in your geographic location—and grow faster.